4. Behold!

The product as manifestation

Of course even the most prestigious of brands are nothing without their product. No style will survive in the long run without substance. Yet, Super Premium products need to be more than tangible proof. They also need to represent the intangible. They are never just useful objects to hold and handle; They are manifestations to behold, evidence of their own myth to be revered. To deliver on this, they must be treated accordingly. After all it is the context that makes the king. This is especially true for the brand’s icons – think of a 911, a No.5 or a Birkin. While these may not be the ‘best sellers’, they certainly epitomize the brand. Consequently, they need to be put on a pedestal and not be promoted: Why else wear gloves to take a handbag out from under the counter? These heroes also need to be constantly re-evaluated and potentially updated – if ever so gently and carefully – to continuously re-assert their currency, to be and become Musts, again and again. Only if these products are respected, treated and polished as the icons they must be will the brand have the power to shine.

Recap
– Of icons, heroes and halos
– The must for musts and the need for pedestals
– Foresight vs. insights